ANALISIS PENGARUH KUALITAS LINGKUNGAN FISIK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI PADA BARBERSHOP URBAN CUT ERLANGGA)

Abstract

This study aims to determine the factors that affect customer satisfaction on barbershop Urban Cut Erlangga. This is based on the problem on the barbershop Urban Cut Erlangga that there is a decline in the number of customers, decreased income and the existence of customer complaints. This research is done on barbershop Urban Cut Erlangga, the factors are physical environment quality, service quality, image, and perceived value. The population of this study is all consumers who have used the service of haircut at Urban Cut Erlangga. Sampling technique used in this research is incidental sampling. With a total sample of 140 respondents. This study has seven hypotheses. Analyzer used in this research is Structural Equation Model (SEM). The results of this study indicate that, the physical environment quality has a positive influence on the image, the physical environment quality has a positive influence on the perceived value, the service quality has a positive influence on the image, the service quality has a positive influence on the perceived value, the image has a positive effect on perceived value, the image has a positive effect on satisfaction, and the perceived value has a positive effect on satisfaction.